The IBWA says that the improving economy means more people can afford disposable bottled water. The industry group pats itself on the back for "luring consumers away from other packaged beverages" by making bottled water seem "wholesome."

Bottled-water companies rely on images of purity and pristine nature to get people to buy. But since bottled water is no healthier than tap water, perhaps the industry also wants its customers to stay . . . "Evian" backwards.

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